Chicken Scratchings

Posts Tagged ‘Design’

by Bill Ruesch

Rosanne Dingli, a Chicken Scratchings reader wrote, “This is great Bill (referring to the previous post How to Lose a Book Sale in 2 Seconds Flat!) now tell us a bit about the actual graphics that go on the cover of a standard perfect bound.”

Good question.

You’ll think I’m copping out if I respond with, every publisher whether traditional or self wish they knew the answer to that. Wouldn’t it be great if there were an ABC design formula guaranteed to grab the reader’s attention? There isn’t one. At least not one that I know about. On the other hand, there are design faux pas that contribute to buyer indifference. Avoid them if you intend to sell books.

1.  They create cover art that misses the target. For example, and this would be an extreme example, you would not want a pulp romance style picture on the cover of your children’s book, nor would you want a children’s book illustration on a political expose’. The artist should be familiar enough with the content to design images that reflect the purpose of the book. To do otherwise is like dressing a member of the board of directors of a large financial firm in a clown costume and sending her into the most important meeting of the year.

2.  They attempt to design over their heads. A self-publishing author doesn’t have to spend top-dollar to hire the best graphic designer in the world, but employing anyone other than a professionally trained graphic designer is a mistake. Computers and design programs have come a long way. Owning a computer and buying a graphics program doesn’t make one a competent designer. Keep in mind that computers are just tools just the way a hammer and saw are tools. In the right hands, a hammer and saw can build the Empire State building. In the wrong hands, like mine, the best they can do is build an off-kilter birdhouse. Give your book a fighting chance by investing in a professional. It’s well worth the price.

3.  They play Hide and Seek with the title. Authors give a great deal of thought to their titles. The title is meant to reveal something about the book and intrigue the reader. If an artist, just to be artistic, buries the title in graphics, it is a big mistake.  What do I mean by bury it in graphics? If the title isn’t clearly visible because of poor font, graphics, or color choices then it is buried.For example, let’s say the cover has a beautiful but busy illustration. You can lose the title easily with a font that is too thin, the wrong color, or too small. Remember this rule–the title must be clearly readable from a distance of 10 feet.

Four examples of brilliant cover design.

4.  They practice TMI (too much information). Think of a book cover like a billboard. The most effective billboards are those who deliver their message to drivers going  freeway speeds. Books are just like that. Whether browsing at a bookstore, online, or looking through a catalog the buyer makes a decision based on precious little information. Do not ever try to give them more than they need to choose to buy the book. It won’t work.  The job of the cover is to attract attention and setup the sale. That’s all.

5. They capitulate to the author’s ego. Authors are proud of their accomplishment and they should be. They naturally want everyone to know that the book is theirs, but unless the author is a well-known celebrity, who cares what they look like? That sounds mean spirited, but really who cares, other than friends or family members? Do not put an author’s photo on the cover, front or back. Also, withhold most endorsements. Are you convinced to buy the  because a notable stranger is quoted as saying they like book? Either it stands on its own or it doesn’t. Now if someone you know, like a friend, or a teacher recommends the book, that’s an entirely different story.  What should go on the book besides the title, author’s name, ISBN and compelling graphics, maybe an excerpt from the book? That’s about it.

Before this post gets overly long, I think I’ll hold off on the other 5 Stupid Things and put them in my next post.

• What are the chances that your book will become a bestseller?
  

• Is it possible to predict future success or failure?
  

• Is there a sure-fire program that if you follow it step-by-step will take you to the promised land?

I remember a television interview with John Lennon of The Beatles fame. The question asked was, “Do you know when making an album which songs will be hits?”

John Lennon didn't know

John replied that he never knew, in fact the ones that made it often surprised him. I think that is probably true of books too. Sometimes, not frequently, but sometimes, a book succeeds even when the author wishes it wouldn’t. Take the case of J.D. Salinger who detested the success of The Catcher in the Rye, when asked in an interview, “Did you think it would be such a popular book?”

Salinger’s response was, “It’s been a nightmare.” And that was all he would say on the subject.

By a raise of hands how many authors out there would be unhappy if they had his success? I know that I wouldn’t. I’d be jumping up and down and praising the Lord. My dream come true was Salinger’s nightmare.

How can you know if your book will be a bestseller?

How can you know if your book is going to be a hit? You can’t. There are too many factors involved to make anything a sure deal. You can have a beautifully written manuscript, with superior editing, a wonderful design and even though it should sell – it won’t. There just aren’t any guarantees.

Let me give you an example from my own life experience. Twenty-six years ago I was involved in publishing a natural health magazine called The Herbalist. As a service to our advertisers, and a way to monitor ad response, we included a bingo card. For those who don’t know, a bingo card in a magazine has nothing to do with the popular game named Bingo. It is a mail-back card with numbers matching numbers inserted into the advertisements. A reader could circle the number on the ad that interested them. We collected the data and sent computer printouts to the advertisers. Sometimes an advertiser would get pages and pages of response and sometimes they would get very little. What surprised me was the success of a tiny, 1/6th page black and white ad for a book. The ad was poorly designed and the photo used was so bad that it looked like someone dropped it and ground it into the dirt with their heel. It was so ugly we took great pains to place it in inconspicuous places so it wouldn’t ruin the look of our magazine. Month after month this small ugly ad pulled some of the best response. It often out-pulled beautiful, full page, full-color ads.

We tried to come up with an explanation of why this was happening. Someone suggested that the ad looked so cheesy that people assumed it was a bargain. Others thought the subject of the ad was more germane to our readership. We didn’t know what the truth of it was then, and still don’t today. Things work or they don’t.

There is only one guaranteed way to fail

That’s the point with publishing. There is no guaranteed way to succeed and only one guaranteed way to fail. The sure way to fail is to not publish. Maybe J.D. Salinger should have gone this route. It could have saved him a life of seclusion.

Can you improve your chances of success? You bet! There are many roads you can take to promote your book. The good news is, if one road doesn’t work for you another might, and The Red Hen Association of Self-Publishing Authors has been formed to help you succeed by shining a light on the path. We will do our best to help you, but the real magic is to keep trying. Don’t give in to discouragement and keep trying. That’s the best advice anyone can give.

1. Vanity Publishing

In my last post, I tried to make a distinction between vanity publishing and self-publishing. I also tried, with limited success, to convince the readers that the very word vanity is insulting. What I don’t understand and I hope someone will explain it to me, is why authors, particularly those who paid their dues and know how difficult it is to succeed in publishing, would want to continue labeling other authors with the demeaning term vanity.

Just because an author wants to print and distribute a book to a limited audience doesn’t make them vain.  Family histories, poetry, even cookbooks usually come about as a labor of love. I thought about Love Publishing as a possibility and then decided it would probably be misinterpreted as an euphemism for romance or sex.

Instead I suggest that we re-name this type of publishing as limited. Limited Publishing instead of vanity is kinder, and really more accurate, don’t you agree?

2. Self-Publishing

New authors are vulnerable and there are plenty of people just waiting to fleece them. Whether they are wolves or knaves doesn’t really matter–the point is RUN away from them as fast as you can.

I have nothing but scorn for those publishing businesses that prey on the dreams of new authors to tap their wallets and bleed them dry. There is an abundance of trip-ups and traps in alternative publishing. One tip-off is praise that is too lavish. Once they say the book will only need light editing–watch out.  Stephen King in his Author’s Note at the end of his recent book Dome, wrote “Nan Graham edited the book down from the original dinosaur to a beast of slightly more manageable size; every page of the manuscript was marked with her changes.”  If Stephen King requires heavy editing, what do you suppose a fledgling author might need?

Many claim that they will produce your book and market it through catalogs or other means.  Authors write to me about using these services and discovering, too late, that they are just a number, a notch in the publisher’s belt. After signing on the dotted line and paying their fees they were turned over to employees with questionable skills.  One author told me that when speaking with a graphic designer she was told to peruse clip art and select her own graphic for the cover.

This author sent me a copy of her book. I read it cover-to-cover because I wanted to know for myself if it was a worthy book. It was. It was an excellent book. The cover art, however, violated all of the basic rules of good graphic design. It utilized four different type fonts, and the graphic was a small smiley face. The design fought the intention of the book. The book’s message was serious and the cover was silly. There were other problems with the inside layout too. So the author paid good money to get her book produced and she should have kept it in the bank instead. Remember no one will buy your book if they can’t get past the cover.

Don’t, please don’t, place your precious manuscript into the hands of publishing grist mills who hire the incompetent, the unknowledgeable, or inexperienced just to keep their costs down.

A bargain price should be your first tip-off. When they offer you a special deal or are having a sale, run the other way. These companies do not care about you or your book, their only concern is that you give them money and they produce it as cheaply as possible so they can maximize their profits.

If your ultimate goal is to someday sell your self-published book to a traditional publisher, you won’t impress anyone if your book appears to be sub-par. Doesn’t your book deserve the best chance of success you can give it?